In a twist no one had on their bingo card, Gwyneth Paltrow has officially entered the chat.

The Shakespeare in Love actress is now a self-declared “temporary spokesperson” for Astronomer, the data company that shot to internet infamy after a viral Coldplay kiss-cam moment exposed more than just shy behavior.

The video in question, filmed at Coldplay’s Boston concert on July 16, showed Astronomer’s CEO Andy Byron and chief people officer Kristin Cabot dodging a kiss-cam moment so awkward it prompted Chris Martin to joke from the stage, “Either they’re having an affair, or they’re just very shy.” Within days, both Byron and Cabot had resigned.

And now, enter Paltrow.

On Friday, Astronomer posted a parody video starring the Goop mogul herself, who joked that she was “hired on a very temporary basis to speak on behalf of the 300-plus employees at Astronomer.”

“Astronomer has gotten a lot of questions over the last few days, and they wanted me to answer the most common ones,” she said, as on-screen text typed out, “OMG! What the actual f—,” only to cut abruptly to a completely unrelated answer.

“Yes, Astronomer is the best place to run Apache Airflow,” she deadpanned. “We’ve been thrilled so many people have a newfound interest in data automation.”

She kept the bit going: “As for the other questions we’ve received,” she teased, as another on-screen question read, “How is your social media team holding—” before the video cut to her again answering something else entirely.

Why Paltrow? It’s not just her Oscar-winning charm—she also happens to be Chris Martin’s ex-wife. Clearly, Astronomer knows how to capitalize on a meme cycle.

While the scandal torched Astronomer’s C-suite, it lit a spark for Coldplay’s catalog. According to Billboard, Coldplay’s on-demand audio streams jumped 25% on Thursday alone, totaling 28.7 million in the five days leading up to the Boston show.

Looks like everyone’s benefitting from a little viral awkwardness. Even data automation.